Spotify Ads: the ultimate guide to advertising on Spotify in 2023
You may have heard about it if you work in marketing, or maybe you've just noticed it if you use Spotify: you can advertise on the platform. At GrowthYouNeed, it's one of our favorite advertising platforms: its formats, targeting, rates and lack of competition make it a great tool. Let's take a look at what Spotify Ads has to offer.
What is Spotify Ads?
Spotify Ads is Spotify's advertising network. It allows advertisers to create and deliver audio ads to Spotify users. The approach is original: unlike traditional ad networks, such as Facebook Ads or Google Ads, here the ads are made with audio. There are also other formats, such as video.
With more than 90% of French people listening to audio content several times a month, whether it's artists, playlists or podcasts, the world's most popular audio streaming platform has some convincing arguments to make. Advertising on Spotify is delivered to users with free accounts. They represent a majority of the service's users, so you can be sure that your ad will reach a large audience at a time when their attention is focused on what they're listening to: artist, podcast, music or their playlists.
What does the Ad Studio offer on Spotify?
Like all advertising platforms, Spotify Ads allows you to set up your campaigns to personalize them and send the message you want to users who might be interested in your product or service. Here are the main features of the Spotify campaign manager.
Spotify Ads offers three distinct formats. The first, and certainly the most original, is the audio format. You create ads that are only meant to be listened to. To help you do this, Spotify offers a creative studio, the Ad Studio, which provides background music, access to professional voice-overs and dubbers, and sound mixing tools. So you can create your own ads, or even podcasts.
The other two available ad formats are video formats. One is horizontal, the other vertical. They also allow you to promote your product or service to Internet users who listen to their favorite artist.
Targeting & audiences
What would a good digital advertising platform be without advanced targeting features? With Spotify Ads, you can target people based on their tastes and interests using Spotify's data, as well as demographics such as age, gender, location, language, etc. With a few clicks, you can recreate your typical persona or target a new audience for testing.
Creation of campaigns
Creating campaigns on Spotify Ads is easy. Choose your objective (conversion, awareness...), the format of your videos, target your audience, choose your broadcast dates and then create your ad groups and the ads that will make them up.
Spotify Ads gives you complete freedom to manage your bids. You can allocate the budget you want to each of your campaigns to maximize your performance. Please note that the minimum investment for a campaign is €250.
To have full control of your budget, you can of course also set the start and end dates of each campaign, as well as the frequency of repetition.
What would a digital advertising platform be without real-time reporting to help you evaluate your performance and manage your campaigns? Spotify Ads offers real-time reports that allow you to see at a glance your performance by campaign and audience. It's easy to read, so you can make quick decisions.
How do I advertise on Spotify?
Now that we've given you an overview of what Spotify Ads can do, let's move on to the next step: how to advertise on Spotify, and how to do it in the most effective way possible. There are a few steps and best practices to follow to ensure you get the most out of Spotify Ads and maximize your ROI.
Define the perimeter
Before you even get to the campaign creation stage, you need to know where you're going. Which audience do we want to target? What are our objectives? What message do we want to send? These questions will guide the creation of your campaigns, the management of your bids and your targeting, but also the creation of your ads.
Pro tip: Ads are played between songs or within playlists. By choosing a background similar to the music your listeners are listening to, you increase immersion and are more likely to reach them.
Get to the point
Spotify Ads allows you to reach people at a particular time of listening: factor this into your creative strategy with the Studio and create powerful ads. Your message should be clear, to the point, grab the attention of the listener while they're streaming, and promote your product or service with a clear call-to-action.
Pro tip: the pace of speech is very important when it comes to audio advertising. We advise, for a 30-second ad, to stay between 55 and 70 words.
With Spotify Ads' advanced targeting capabilities, you can deliver personalized messages to each user. Use these features to promote your product even more effectively and maximize your marketing performance: audiences often prefer a specific message to a generic ad.
Pro tip: a concrete example would be to start your audio spot with "Hello Paris!" if you are addressing a Parisian target.
Consider your results
Every digital campaign is measured by its results. With real-time reporting from Spotify Ads, you can measure the performance of your ads and make the right decisions. Adjust your targeting, audiences and bids to get the best ROI. Use the data at hand to make better decisions for your strategy.
Pro tip: AB Testing allows you to test many parameters. Try using different background sounds (or no background sounds at all), put forward new marketing arguments, change your call-to-action to adapt your strategy according to the results obtained.
Want to get started with Spotify Ads?
Are you convinced of the possibilities of Spotify Ads for your digital marketing strategy and want to get started? You've come to the right place! At GrowthYouNeed, we offer 360° digital strategies and Spotify is one of our favorite levers. Few agencies offer it yet and really master it, even though the possibilities are immense.
So to create a place for yourself among the most popular artists of the moment, or to insert your message in a playlist, it's this way!
For more content, check out our 2023 growth marketing guide